According to one embodiment, a display apparatus having a display device including a plurality of pixels, each of the pixels including: a drive transistor; and a light emitting element coupled to the drive transistor and to a reference potential, wherein a current from the drive transistor to the light emitting element is determined based on a voltage between a gate and a source of the drive transistor, and the display device is configured to divide a one-frame period during which a frame image is being displayed into certain unit time segments each having a same time period and each including one or more light emission time slots during each of which the pixel is emitting light and one or more no-light emission time slots during each of which the pixel is not emitting light, and then configured to switch light emission of the pixel on and off in a manner such that a light quantity in the one or more light emission time slots per each of the unit time segment is equalized.